Marketing Research SIG
Topic: A New Methodology for Measuring Consumers’ Influence on Social Media: Comparing Millennials to other Generations
Facilitator: Aron Levin, Ph.Dm Northern Kentucky University
In this research, we look at different generations and the differences of social media usage of each, focusing on Millennials. The research introduces an innovative way to study consumers, combining demographic and attitudinal measures, as well as going beyond the study of “digigraphics.” Digigraphics are descriptive measures related to Internet/mobile/social media usage, such as how much time is spent on mobile devices and social media, as well as numbers of friends and/or followers on social media. The current paper builds on previous research methodologies to study Millennials by adding new measures of social media influence. These measures allow us to examine how often Millennials engage in brand related sharing behavior, which could mean tweeting about a visit to a restaurant, “tagging” a brand in a post on Facebook, or re-tweeting a tweet from a company/brand. The research reveals insights on how to identify which consumers are social media “influencers,” thus enabling marketers to better understand the challenge of reaching these consumers in ways that encourage them to influence others.
Aron Levin, Ph.D., is a marketing professor and Director of the marketing research program at Northern Kentucky University. As a marketing research consultant, he specializes in multivariate quantitative methods. Dr. Levin has experience in both B2B and B2C business categories.
During the past 10 years, Dr. Levin has provided marketing research design and analytical/reporting services for multiple Fortune 500 clients in the areas of positioning, advertising testing, new product testing, customer satisfaction, brand equity assessment, and market segmentation. Some of his clients include: Carrabba’s, Dannon, Dove, Nestle, Unilever, Alcatel, Charmin, PetSmart, General Motors, Bissell, Evenflo, and Avon.
In addition to his commercial marketing research experience, he has published more than a dozen articles in academic and marketing journals, and is a regular presenter at national conferences, including the American Marketing Association and the Association for Consumer Research. He has received national and local awards for teaching innovations and community engagement.
He received his Ph.D. from the University of Kentucky, holds an MBA from Northern Illinois University, and a Bachelor’s degree from the University of Iowa.
About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
Thanks to our partners: